Tsybko, А. V.
(2016)
The Culture Based Political Programs: Impact of Talk Show on the Audience.
Вісник Житомирського державного університету імені Івана Франка (2 (84)).
с. 5-8.
ISSN 2076-6173
Опис
Most of the research in these fields focuses on the structural or entertainment dimensions and / or
on audience research, but there are only a few research projects concerned with the culture based political
programs in Spain. Richardson and Meinhof (1999) contributed to filling the gap with a series of comparative
case studies on satellite television programs proposed by news channels addressing a global audience (News
Corp‘s Sky News and Germany‘s n.tv), local TV channels in Germany and Britain, and the European TV
experience (ARTE, Euro-News), drawing on discourse analysis, applied linguistics, and social semiotics but
there is a big gap in investigation of Spanish political talk show and its impact on the audience.
Cultural diversity is the central issue of our times although with different emphases on MEDIA context. Media
and communication studies have begun to draw on work in TV programs with the retrospect of political talk
shows to understand how diversity is experienced across Spanish culture. Analyses are required as for the transnational
entities of the European Unity, in our case culture in Spain. The topic is of the increasing importance
because of the talk show impact on the audience as emotionally as individual nation and region face the
challenge of globalization and the propaganda of media content. The essay draws on cultural and media policy
analyses. In short, late night entertainment talk shows or other soft news programs afford politicians one of their
best opportunities to reach a large group of potentially persuadable voters in a relatively sympathetic venue.
The increasing frequency of presidential candidate appearances on daytime and late night talk shows (Baum
2003a, 2005; Gold 2007) strongly suggests they believe such appearances are politically beneficial. The
previous discussion illustrates the importance of drawing clear distinctions between different types of media
outlets and content aimed at distinct audiences. Most research into the effects of soft news on public opinion
finds any such effects to be contingent on media venue, topic, and audience characteristics. Such venues vary in
the sophistication of their content and hence the likely learning effects among different types of viewers, while
some issues are more easily framed in accessible terms than others. Moreover, different types of viewers differ in
their propensity to learn about politics via such outlets. Scholars have only partially disentangled these
distinctions. Much of the research in this area thus suffers from imprecise definitions of the independent (soft
news exposure) and / or dependent (public opinion) variables. The study investigates the awareness level of
public through TV talk shows (political).
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